By Emily Carter | Los Angeles, CA
In an industry long dominated by utilitarian products and legacy thinking, Michu is redefining what modern pet care can look like. The design-led, Australian-born brand has received international recognition, including the MUSE Product Design Award and a Silver Award at the New York Product Design Awards.
To better understand the vision behind the brand, we spoke with Qinghua Siluo, Founder and CEO of Michu, about design, emotional value, and what truly differentiates Michu in a crowded pet market.
Emily Carter: Qinghua, congratulations on winning both the MUSE Product Design Award and the New York Product Design Award. What does this recognition mean to you and the Michu team?
Qinghua Siluo:
Thank you. Honestly, it means more than just an award on paper. When we first started Michu, we were often told that pet products didn’t need this level of thought or design — that functionality was enough. These recognitions feel like a quiet validation that caring deeply about design, detail, and user experience actually matters.
For our team, it’s reassurance that the long hours spent refining small details weren’t wasted. For me personally, it confirms that pet products deserve the same respect and creativity as any other consumer category.
Emily: The pet industry is highly competitive. What made you believe there was still room to build something truly different?
Qinghua:
Competition often hides stagnation. When I looked at the market, I saw many products doing roughly the same thing year after year, while the way people live with their pets has changed dramatically.
Cats have become emotional companions, especially in urban and single-person households. Yet the products around them haven’t evolved to reflect that. That disconnect made me believe there was real room to build something new.
Emily: Many brands claim to be “design-focused.” How does Michu’s approach actually differ in practice?
Qinghua:
For us, design starts with observation and empathy. We spend time watching how people interact with their cats at home — where frustration builds, where routines break down.
We prototype relentlessly and obsess over materials, proportions, airflow, and usability. Every detail serves a purpose, not just aesthetics. Design, for us, is empathy turned into structure.
Emily: Can you share an example of a product that reflects this philosophy?
Qinghua:
Litter products are the clearest example. Traditionally, they’re something people try to hide. That always bothered me.
We asked a simple question: why should something used every day feel embarrassing? By rethinking form, materials, and integration into living spaces, we created products people are comfortable placing openly in their homes.
Emily: Michu has gained traction in both Australia and the United States. What has enabled that cross-market growth?
Qinghua:
Discipline. We built strong fundamentals early — supply chain, quality, and financial health. Direct-to-consumer channels also allow us to stay close to customers and adapt quickly.
Growth is exciting, but sustainable growth comes from strong foundations.
Emily: How important is emotional value in the products you design?
Qinghua:
It’s central. Pets provide comfort and routine. Products that respect that emotional bond resonate more deeply.
Even something as routine as cleaning a litter box can feel lighter when it’s thoughtfully designed.
Emily: You’re deeply involved in product decisions. How do you balance leadership and hands-on design?
Qinghua:
Leadership and design are inseparable for me. Leadership sets the vision; design makes it tangible.
As we scale, protecting that alignment becomes even more important.
Emily: What role has customer feedback played in shaping Michu’s success?
Qinghua:
A huge one. We treat feedback as dialogue, not data. Customers help us see blind spots and refine continuously.
Emily: With growing recognition, what’s next for Michu?
Qinghua:
Awards are milestones, not endpoints. We’re focused on building a long-term global brand, expanding thoughtfully, and strengthening our systems.
Emily: Finally, what do you hope Michu represents for the future of pet care?
Qinghua:
I hope Michu shows that pet care can be functional, emotionally rich, and beautifully designed. Even everyday routines can carry meaning when built with care.
